Industry: Sustainable Fashion and Home Textiles
Duration: 2023-2024
Background
NotLabeled, an emerging sustainable bamboo fashion and home textiles brand, sought to revolutionize its digital presence and market positioning to capture the growing eco-conscious consumer base. As the appointed Fractional Chief Marketing Officer (CMO), my mission was to spearhead a strategic overhaul that would not only redefine NotLabeled’s brand identity but also significantly enhance its revenue streams.
Challenge
Despite its noble commitment to sustainability, NotLabeled faced the challenge of carving out a distinct space within the competitive sustainable fashion industry. The brand required a comprehensive approach to rebranding, digital marketing, and influencer collaboration to drive significant revenue growth from ground zero.
Services Provided
Social & Email Marketing
Team Building
Branding
Budgeting
Data and Analytics
Content Development
Strategies Implemented
Comprehensive Rebranding
- Conducted an in-depth brand audit, leading to a holistic rebranding, including new style and copywriting guides.
- Undertook a website redesign to improve the user experience, reflecting the brand’s ethos.
Content Idea and Production
- Organized professional photo and video shoots across major US cities to build a premium content library.
- Coordinated with creative teams to ensure consistency with the rebranding efforts.
Email Marketing Strategy
- Implemented Klaviyo email marketing, designing segmented campaigns that effectively increased customer retention and acquisition.
Sustainability Certification
- Partnered with sustainability agencies to authenticate NotLabeled’s eco-friendly practices, bolstering brand credibility.
Influencer and UGC Campaigns
- Executed campaigns with over 60 influencers, cultivating genuine brand endorsements and wide-reaching exposure.
- Employed a user-generated content (UGC) strategy, enhancing engagement and social proof.
Paid Advertising Across Platforms
- Launched targeted ads on platforms like Instagram, TikTok, Pinterest, Google, Facebook, and YouTube, focused on conversions and brand awareness.
- Managed all aspects of campaign performance to maximize ROI.
SEO & Blog Development
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- Directed the creation of SEO-optimized blog content, boosting organic search traffic and visibility.
- Developed a comprehensive SEO strategy to improve search engine rankings.
Team Development & Training
- Built and trained a new digital marketing team, equipping them with the skills needed to execute the brand’s strategic vision.
Outcome
● Surpassed the initial revenue target, reaching $44,000 monthly revenue in less than four months post-launch.
● Significantly heightened brand recognition, establishing NotLabeled as a trusted name in sustainable fashion and home textiles.
● Developed a robust, sustainable, and scalable digital marketing framework poised for continued growth.
- Revenue Target Exceeded 80%
- Expanded Digital Footprint (over) 100%
- Increased Conversion Rate 85%
- Increased Social Following 90%
Client Success Story
The NotLabeled case study exemplifies the impact of strategic brand development, innovative digital marketing, and a firm commitment to sustainability on achieving exceptional business growth. By harnessing the power of influencer partnerships, content strategy, and targeted digital campaigns, NotLabeled not only met but exceeded its revenue goals, emerging as a benchmark in the eco-friendly market. This project highlights my effectiveness as a Fractional CMO, showcasing my capability to navigate brands through pivotal growth phases with strategic insight and meticulous execution.